Mix Brazil Festival | (R)exist Campaign

To create this year’s campaign for one of the most influential LGBTI+ cultural events of the world, the 26º edition of Mix Brazil Festival, we have accepted the challenge to develop a relevant concept with a hero asset and generate positive buzz, connecting all communications with the times we are living in Brazil (in the cultural, social and political aspects).

In order to achieve this, we came up with the following idea: the creation of a film that would bring warmth to the hearts of the LGBTI+ community and supporters. People who were and still are feeling reclused by the results of the 2018’s presidential election (the majority of Brazilians have elected a homophobic, misogynistic, far-right President in Brazil).

We told our story through the song “Flutua” (Float), originally sang by the Brazilian singer Johnny Hooker and now re-interpreted by the amazing Brazilian artist Ivana Wonder, in a nightclub – as a temple of resistance, as the lyrics embody the key message saying that “they’re not going to win, nothing (the fight and struggle) will be in vain” in an uplifting mood to boost morale.

Alongside my creative partner, Vic Di Lorenzo, I wrote the screenplay using the verses from the song, connecting with 3 different socially relevant stories and, at the end of the film, supers address the main message:

“No one can say how we should love, express ourselves and (R)exist”.

Featured on:

PropMark (online) | Vídeo do Festival Mix Brasil celebra resistência de pessoas LGBTI
PropMark (print) | Mutato cria para MixBrasil
Meio&Mensagem (online) | Festival Mix Brasil exalta resistência LGBTI+
Clube de Criação | Festival Mix Brasil
Geek Publicitário | Festival Mix Brasil lança vídeo que celebra resistência LGBT
Promoview | Festival Mix Brasil cria vídeo que celebra a resistência de pessoas LGBTI
Vox News | Festival Mix Brasil ganha releitura de “Flutua”, de Johnny Hooker
Acontecendo Aqui | Mutato lança vídeo para o Festival Mix Brasil em celebração à diversidade LGBTI

Publication: November 2018
Role: Copywriter/Screenplay writer
Creative partner: Vic Di Lorenzo
Agency: Mutato

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